Brand Vision, Positioning & Purpose Archives

Jan 13 2016

Will Lynx/Axe pull off their re-positioning?

By David Taylor Brand Vision, Positioning & Purpose

I am intrigued by what the global VP of Lynx/Axe, Rik Strubel, calls "the biggest re-positioning of the brand in the last 20 years", in a recent Marketing column. Check…

Mar 11 2015

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The power of the Brand CEO: Shultz and Starbucks

By David Taylor Brand Vision, Positioning & Purpose, Leadership & performance

In this post we look at Howard Shultz of Starbucks to illustrate the power of the Brand CEO: a leader who is the living, breathing embodiment of the brand. This follows the…

Feb 26 2015

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American Express realise the potential of their brand

By David Taylor Brand Vision, Positioning & Purpose

Hot on the tail of my post on bank Santander, here's another story about a financial services brand I admire: American Express. This is a brand that I use personally,…

Brand Vision, Positioning & Purpose63

Will Lynx/Axe pull off their re-positioning?

The power of the Brand CEO: Shultz and Starbucks

American Express realise the potential of their brand

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